Nut Connoisseurs
What We did:
Packaging Design
Brand Strategy
Brand world
Camel are proudly Singapore’s #1 nut brand, first hitting the shelves in 1974. They have over one hundred products across eight different ranges, so can rightly claim to be the regions nut connoisseurs.
THE BRIEF: Camel nuts have been enjoyed in Singapore for fifty years, so there is a tendency for Singapore’s young to see the brand as just for their parents. There is therefore a need to target a younger audience, without alienating the current consumer, so the brand can be enjoyed for another fifty years.
THE OPPORTUNITY: To elevate the camel and the Camel brand to be the proud beast that it is. To stop acting visually like a nut manufacturer, and act as a brand leader. To create clear ranges and segmentation to help the consumer choose with confidence.
Designed in collaboration with Kousah&Co and Design-Hungry
DISTINCTIVE BRAND ASSETS: We elevated the camel to be the hero of the pack, giving us massive brand standout and on-shelf recognition. The addition of ‘Nut Connoisseurs’ and Est Singapore 1974’ to the branding delivers a prestige, provenance, and reassures the consumer on quality.
RANGE NAVIGATION: Powerful range navigation was delivered by utilising a consistent range colour for blocking, then signifying the variant with coloured backgrounds and nut photography.
NATURAL BAKED RANGE: A healthier range requires a cleaner and less rich colour set, more minimal photography, and a simple benefit list to explain the ranges unique qualities to the consumer.
